Mastering the Doctor-patient Relationship Is Your Greatest Marketing Strategy
What are the elements of a robust healthcare marketing plan? Is it an engaging newsletter sent out monthly? How about a website that tracks your audience and has a high conversion rate? It may be your fantastic blog posts or video that see increased engagement and reposts. All of these things and more can form a solid external marketing plan that helps you attract new patients. Still, one of the most commonly overlooked marketing strategies is capitalizing on the doctor-patient relationship. It is so easy to get swept away in this digital era, that many practices lose sight of the importance of internal marketing. We understand that many people live online, so we adapt our marketing strategies to meet the changing needs of our digital world. But nothing can replace the human connection. The bond and trust developed between you and your patient set you apart from your competitors who solely focus on the digital world.
That doesn’t mean that you should neglect your website and content marketing. Everything has its place, and all of these elements complement one another in a way that produces a well-rounded marketing plan. However, content marketing isn’t enough to help you retain patients, even if it comes from engaging in social media campaigns. An aspect of marketing exists within your practice, and that element carries a heavy weight with your patients regarding retention and recommendation. Remember, retaining patients is more cost-effective than acquiring new ones.
Mastering the Doctor-Patient Relationship
Mastering the doctor-patient relationship may seem simple, but it may be a bit more complex than you think. Perhaps a better phrase would be mastering the practice-patient relationship because every element of a patient’s visit to your office will affect their experience. 50% of patients will tell their friends and family about their experiences at a provider’s office, regardless of whether the experience was good or bad. So, what can you do to improve your relationship with your patients?
Listening and Communicating Builds Trust:
Think back to a time when you were a patient. How were you treated by the medical and professional staff at the practice? What elements of the visit stood out to you, good or bad? Patients appreciate a practice that takes the time to build a relationship with them. They appreciate simple courtesies such as being heard and returning their phone calls. You would be surprised how impactful these gestures are for your patients. In fact, according to the Beryl Institute, the top two elements of an excellent doctor-patient experience were communicating and listening. 95% of respondents valued having information communicated to them in a clear and easy way to understand. In addition, 94% of patients valued active listening and feeling as though their physician heard them. These two elements are the bedrock of a strong doctor-patient relationship rooted in trust. A patient who trusts you will be more willing to continue their care with you and recommend you to others.
Clear and Concise Discharge Process:
Actively listening to your patients and communicating their diagnoses is only one-half of the treatment visit. A discharge process that clearly explains the next steps is equally important. Whether you, as the physician, are completing the discharge process yourself or a medical staff member is responsible for the checkout process, time should be built in to ensure that the patient understands what is expected of them and the provider going forward. This is also a great time to ask your patients if they have any further questions or need clarification on what was discussed during the visit. 89% of respondents ranked this as one of the most important elements of a good patient experience, according to the Beryl Institute.
Professional and Polite Staff:
Your staff, especially reception staff, will set the mood for the office. Upon being greeted, a friendly smile and polite attitude can change a patient’s mood. This is equally true with a negative reception encounter. Train and encourage your staff to maintain a positive attitude, and work to develop a relationship with your patients. This will cause you to be remembered, retained, and recommended by your patients. Incorporating these tips into your practice will elevate your doctor-patient experience to the next level and distinguish you from your competition.
We understand how overwhelming internal and external marketing can be, but you don’t have to do it alone. At McCauley Marketing Services, medical marketing is our passion. We want you to be successful with your practice and with your patients. Our marketing team has a unique skill set that can take your healthcare marketing plan to the next level, so call McCauley Marketing Services today. Follow us on Facebook, Twitter, and Instagram for more marketing tips.